BBC World Service Trust, the charitable arm of the British Broadcasting Corporation, on Monday announced the upcoming launch of a yearlong radio campaign to combat the spread of HIV/AIDS in Africa and the Caribbean. The campaign is the BBC's first in those areas of the world. BBC will be partnering with the Kaiser Family Foundation and U.S. media giant Viacom to craft the messages for the media campaign. Viacom launched a global HIV/AIDS educational campaign, titled "Know HIV/AIDS," in January.
BBC World Service will begin airing radio spots in sub-Saharan Africa in October in English, French, Portuguese, Hasua, Somali, and Kinyanwanda/Kirundi. Language-specific spots also will air in the Caribbean before the end of the year. The public service announcements will be broadcast at least three times per day at peak listening times. A variety of longer programs dedicated to HIV/AIDS also will be aired during the campaign. The BBC reaches about 50 million radio listeners in sub-Saharan Africa and the Caribbean.